SCHNEIDERS RELAUNCH

CELEBRATING DELI YOU CAN FEEL GOOD ABOUT

DEFINE THE PROBLEM

Canadians make compromises every day: we crave sweets but don’t want the sugar; we want to hit snooze but can’t be late. Food choices often feel like the same trade-off — flavour vs. health. Few brands understand the art of delivering great taste without compromise, but Schneiders does. The challenge was to launch a new deli meat with 25% less sodium — without sacrificing the flavour consumers expected.

THE IMPACT

The launch not only drove awareness and trial but also reinforced Schneiders’ position as the brand that delivers uncompromising flavour — even in better-for-you formats.

DESIGN THE SOLUTION

Rather than positioning the new SKUs as “healthy,” we reframed them as smarter choices without compromise. By anchoring the campaign in appetite appeal and inspiration, we encouraged consumers to view low sodium not as a sacrifice, but as a way to enjoy sandwiches guilt-free.

DEPLOY THE PLAN

We inspired deli lovers to craft their perfect sandwich and enjoy it without compromise. Under the Art of the Sandwich platform, we introduced an elevated sandwich bar concept — supported by complementary partner products — that encouraged consumers to explore new recipes, surprise their guests, and recreate deli-inspired moments at home.

EXECUTION

Pre-Shop Influence: Digital media targeted consumers at the planning stage of their grocery shop, shaping decisions before they entered the store.

In-Store Appetite Appeal: “Art of the Sandwich” displays and promotions showcased new SKUs and drove purchase through compelling partnership offers.

Partner Marketing: Collaborations maximized promotional value, incentivized retailer participation, and drove incremental sales.

Digital & Social: Both paid and organic social media, along with e-blasts, built awareness and engagement for the new deli SKUs and the creative platform.

WHY IT WORKED

By reframing healthier choices as flavourful, guilt-free indulgences, Schneiders shifted consumer perception of low-sodium deli meats. The campaign didn’t just introduce new SKUs — it reimagined the deli sandwich experience and reinforced Schneiders’ role as the brand that delivers taste without compromise.